Unit II Marketing Principles Essay

BBA 3201, Principles of Marketing 1

Course Learning Outcomes for Unit II Upon completion of this unit, students should be able to:

1. Explain the concept of value proposition. 1.1 Examine how value proposition has evolved over time, changing consumer behavior.

Reading Assignment In order to access the following resources, click the links below. Note: The transcript for each video is available to view and/or print by clicking on the “Transcript” tab on the right side of the video page.

You are only required to view the following portion of the video below: Segment 10 titled "Analyzing Consumer Behavior" (2:43 in length). Cook, N. (Producer). (2013). The age of big data [Video file]. Retrieved from

https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=55683&loid=246605

You are only required to view the following portion of the video below: Segment 6 titled "Tracking Consumer Behavior" (3:09 in length). Herbert, M. (Producer). (2013). Spring: Supermarket secrets [Video file]. Retrieved from

https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=55766&loid=247583

North Americans feel better about hotels than ever. The goodwill is unlikely to last: Future reservations (2016,

July 18). The Economist. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://search.proquest.com.library resources.columbiasouthern.edu/abicomplete/docview/1805954611/fulltext/D41E89BD9BFF4A3CPQ /8?accountid=33337

You are required to view the video below in full (10:23 in length). Seven Dimensions (Producer). (2015). Creating your brand proposition [Video file].

https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=93349

Unit Lesson Click here to access the Unit II Lesson presentation. (Click here to access the PDF version of this presentation.)

UNIT II STUDY GUIDE Value Proposition, Consumer Behavior, and Business-to-Business Buying Behavior